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The New Marketing Paradigm: Integrated Marketing Communications
     

The New Marketing Paradigm: Integrated Marketing Communications

by Don E. Schultz, Stanley I. Tannenbaum, Robert F. Lauterborn
 

Tells why mass marketing no longer works—and shows how integrated communications programs can respond to each customer.

Overview

Tells why mass marketing no longer works—and shows how integrated communications programs can respond to each customer.

Product Details

ISBN-13:
9780844234526
Publisher:
McGraw-Hill Companies, The
Publication date:
11/28/1996
Pages:
240
Product dimensions:
5.99(w) x 8.98(h) x 0.62(d)

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